Landing page - what is it?
You have probably heard that a successful landing page can increase the effectiveness of any advertising campaign and increase sales several times over. What is the peculiarity of such a marketing tool as a "landing page" and what are landing pages used for?
A landing page (also known as a landing page) is a web page focused on the sale of one product / service and aimed at performing a specific target action by the visitor.
Landing page types
Landing page is not the main page of the site, but a separate Internet marketing tool. The main task of any landing page is to lead a potential buyer along a conversion path, the end point of which is the completion of a certain action:
- registration;
- callback order;
- application;
- Purchase.
The first three steps involve providing a potential buyer with contact information for further journey through the sales funnel (using telephone and e-mail marketing).
Depending on what algorithm of actions the company chooses for its future client, there are three main types of landing pages.
Sales/Promotion Landing Pages
The name of these landing pages speaks for itself. They usually contain the most content compared to other types of landing pages. A powerful stream of advertising information in the form of texts, videos and graphics about a particular product takes the visitor by surprise and he, in order to compensate for his efforts and time spent on studying it, clicks on the target button.
It is clear that pushing too aggressively to click on the "Buy" button can turn off the visitor. On the other hand, a well-designed landing page with a beautiful design seems to hypnotize a person, and the completion of a targeted action becomes inevitable.
Information Lead Pages
This type of landing page is used to collect information about the target audience of the company, i.e. for lead generation. They are not aimed at the direct sale of a product / service, these functions go to the next stages of the sales funnel (e-mail newsletter, phone call, personal meeting).
Lead pages (or lead magnets) often offer useful bonuses (subscribing to meaningful information, receiving a discount coupon, downloading an application for free, etc.), in exchange for which the visitor leaves his contact information without hesitation.
Other things being equal, those lead landing pages, in the form of which there are fewer fields to fill out, have a greater conversion, all other things being equal.
Viral landing pages
This type of landing page is not perceived by the visitor as advertising. It does not talk about discounts, promotions, there are no sales buttons and information collection.
The idea is to subtly insert a company logo or product brand into interesting content, as implemented on the iFly one-page airline . The result is that a familiar logo is associated in a person with a positive mood on a subconscious level.
Remember that clearly identifying the main goals of creating landing pages and determining the tasks that this tool solves in your advertising campaign is the key to successful product promotion.
In addition, we recommend that you plan in advance the level of result, for example, a certain number of clicks to your landing page or the number of leads.
Key elements of a landing page
Once you've decided on the purpose and look of your landing page, it's time to think about the main elements that affect conversions. The elements that must be used on the landing page are:
-
catchy title
The title of the landing page should be similar to the advertising slogan. The heading and subheading is what forms the first and most important impression of the page. It is necessary to compose them so that the visitor wakes up the desire to further explore your site.
-
Attractive multimedia content
Bright pictures, clear and informative icons, interesting video materials form the basis of the landing page design. These are exactly the elements whose variants need to be tested during the entire advertising campaign. Remember that the information part of your page should be directed to one product or service.
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Lead forms and action buttons
These are the most important parts of the landing page; all other components of the landing page are aimed at strengthening these elements. Buttons should be highly visible and contain words that encourage action. The presence of words in the call can increase the conversion: free, promotion, discount, just for you, etc.
Timer
The deadline also affects the effectiveness of the landing page. The psychological technique “you may not be in time” pushes site visitors to perform a targeted action.
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Trust Factors
Written and video reviews will increase the loyalty of potential customers of the company. The more “natural” and truthful the stories of customers who have already known the product personally, the more trust a new visitor will experience.
The trust factors also include the literacy of content writing: the selling text of your page should not contain spelling, syntax and punctuation errors.
Creating a landing page
Time to sort out the practice and consider different options for creating landing pages.
Self-hosted web development
Here you can fully realize your own unique vision of the site with the offer. Minus - not every entrepreneur has the skills of programming, layout and setting up the correct operation of sites. Lacking IT knowledge, businessmen resort to the second option.
Order from professionals
Depending on the size of the web studio, the service will cost from 30,000 to 1,500,000 rubles. Lead times are a week or more. It will be very good if the members of the development team and the customer understand each other and find the perfect solution. Professional development, setup and testing will allow you to focus on increasing the conversion of your landing page.
Self-development on the platform of a professional landing page designer
This method combines the previous two, but has such advantages as:
- time saving,
- cost reduction,
- lack of programming skills will not be an obstacle.
Thus, you do not need to look for a programmer who could bring your idea to life. It is enough to choose a service for creating landing pages, and you can quickly assemble a high-quality selling landing page.
One of these services is the mottor constructor, which offers ample opportunities for launching one-pagers. We will tell you why you should choose mottor below.
Advantages of the mottor constructor
Ready templates
Among the many templates, you can easily find a suitable design option. It remains only to change the basic information.
Library of pictures and icons
This is a unique advantage of the service. The database of graphic material is extensive and periodically updated. Saves a lot of time searching for free sources of media files on the Internet.
Effective Tools
In this regard, the service exceeded all expectations. You can edit the landing page, change the elements in places by simple drag and drop.
Simple traffic processing system
You can track the effectiveness of the landing page directly in the entrepreneur's personal account. The ability to view each client's data and make notes greatly facilitates the processing of applications.
Integration with your favorite services
mottor has the ability to instantly connect to analytical and related marketing services. Connect your online consultant, send new clients to your CRM, e-mail and sms mailing services, analyze sales and keep track of them, and many more useful integrations - all this is available when working with the mottor constructor.
Tutorials and videos
The interface of the constructor is simple and intuitive, but, nevertheless, in the sections "Help" on the site and "Training" in the administrative panel there are many useful materials for those who are just starting to get acquainted with landing pages and mottor.
Low cost
The price for using the mottor platform - 466 rubles per month * - favorably distinguishes the service from competitors. * The price is given with a 41% discount for purchasing the tariff for 12 months.
A landing page is a great way to quickly grow your business in a dynamically developing market.
The selection of a convenient and effective constructor is the key to a successful advertising campaign, and therefore, to getting the most profit. Try, test landings and do not forget to analyze the results of your actions. This is how you will achieve success!